Grampians Tourism has been overwhelmed by the success of its social media marketing campaign, Instagrampians.
Instagrampians has so far attracted more than 3000 images, generated 222,400 Likes and reached more than five million active Instagram users.
An innovative photo competition, Instagrampians encouraged visitors and locals to post photos on Instagram during spring, using the hashtag #grampiansinspring and mentioning @thegrampians to win best weekly and overall photo.
Instagrampians was run over a three month period and targeted everyday travellers, inviting them to share their experiences in the Grampians on Instagram.
Visitors from Victoria, interstate and across the world, including the United States, Netherlands, New Zealand, Taiwan and Japan, hashtagged their posts with #grampiansinspring to get involved in Instagrampians.
Grampians Tourism CEO Will Flamsteed is delighted by the success of this first-time Instagram campaign for the region.
"The quality of photos posted for Instagrampians was phenomenal," Mr Flamsteed said.
"We were delighted to see our visitors capture the natural beauty of the Grampians region in spring and share this with us and their followers.
"We saw exceptional photos of delicate spring wildflowers, rainbows sweeping over the mountains and The Pinnacle's spectacular view captured from every angle."
Leading Instagrammers and media visited the region for Instagrampians, including popular website Broadsheet, News Corp glossy magazine Sunday Style and travel blogger Lauren Bath who boasts Australia's largest following as an independent user on Instagram and tipped 300,000 followers last week.
Twelve weekly winners were announced throughout the campaign, including local residents and visitors from across Australia and the world. Each winner was awarded a $100 Patagonia Australia voucher for taking the best photo each week.
Grampians Tourism is planning further campaigns that integrate its strong social media positioning to drive visitation year round.